Chanel Coco Beach 2024 Campaign Drifts in Calm Waters As Chanel Changes Course AOC Fashion

Luxury brand Chanel [IG] delivers a fresh and modern summer Coco Beach 2024 campaign starring Danish model Olivia Vinten.

Photographer Cass Bird [IG] is behind the lens, with styling by Charlotte Stockdale./ Hair by James Pecis; makeup by Marie Duhart

At Chanel, Let the Good Times Roll

Chanel is riding high off a 16 percent revenue increase in annual sales over 2023. Price increases alone drove up sales by around 9 percent, according to BoF.

Praise for Virginie Viard, Then . . .

Chanel CFO Philippe Blondiaux explained in a BoF May 21, 2024 business overview article: “. . . [Since] Virginie [Viard] took over from Karl…the Chanel fashion business has been multiplied by 2.2. The Chanel ready-to-wear business has been multiplied by 2.5, and the ready-to-wear business last year of Chanel grew by 23%.”

Days later Viard was dismissed.

Chanel’s Visionary Search Is On

AOC has written multiple times about Chanel’s confusing creative and messaging directions under the new artistic director.

With Viard seeming out-of-touch with the world at large and given Coco Chanel’s own delicate political history in Europe, AOC is on the record saying we’re watching the brand like a hawk. We continue to write today from that perspective. ~ Anne